The Salons of Angers
There’s a change to the usual programme of updates on Winedoctor this week, as last Friday evening I arrived in Angers for the annual Salon des Vins de Loire. There is little if any time to make the usual additions to the site, and so instead I will provide some brief reports on what I have been up to here in the Loire Valley.
Most of the weekend has been taken up with the Renaissance tasting, although there are many other salons; the choice of tastings has snowballed over the past few years and there are now far too many to cover in just two days. Renaissance is the brainchild of Nicolas Joly (pictured below), although Lalou Bize-Leroy has long been associated with the group and she was present at the tasting over the two days (you can imagine the crowds around the Domaine Leroy stand – four deep at the best of times). Renaissance was also, as far as Angers is concerned, the original ‘off’-salon, although La Dive Bouteille was actually established first. The problem with La Dive is that it is held in Château de Brézé, near Saumur, which means it is a pain to get there if you don’t have convenient transport, and a waste of good tasting time even if you do.
In Angers, however, there were this weekend also the Pénitentes tasting (Thierry Puzelat, René Mosse and friends), Les Anonymes (Jean-Christophe Garnier, Jérôme Saurigny and pals), a Demeter tasting and probably others I was unaware of. I say this because, other than the Renaissance event, which was the only tasting I received notification of (by email, from four or five different vignerons), none of these salons seem to have been very well advertised. If you want journalists to come to your salon, it might be an idea to shout about it a bit. With so many to choose from this salon business is getting competitive, and a simple Facebook page or static blog page doesn’t cut it, as how do I know where to look? Maybe salon organisers should build a mailing list, and fire out some invitations? Maybe they should get Charlotte Carsin (of Clos de l’Èlu) on the case; taking down my email address today, she added me to her mailing list to advertise La Paulée de l’Anjou Noir, another relatively new event (in its fourth year I think) planned for later this year. She just increased the likelihood of me attending one-hundred-fold.
Anyway, the weekend has been filled with the likes of Richard Leroy, Domaine de Bellivière, Mark Angeli, Clos de l’Èlu, Philippe Delesvaux, Patrick Baudouin, Philippe Gilbert, Jo Landron, Domaine de l’Ecu, Château de Coulaine, Sébastien David, Coulée de Serrant, Domaine des Huards, Domaine Mélaric and more than a few others. I also popped over to the Bordeaux stands to take a look at Château Falfas, Clos Puy Arnaud and Château Gombaude-Guillot, three domanes worth knowing about. I don’t think I could have done better than that no matter how many other salons I managed to fit in.
As for the Salon proper, this will be a very different proposition this year. A number of big producers, some of whom have been asking for change at the salon for some years, have eventually pulled out. Champalou (Vouvray) pulled out years ago, last year and this year there was no Château de Tracy (Pouilly-Fumé), and this year they will be joined by Henri Bourgeois (Sancerre) and Domaine Huet (Vouvray). The salon is very expensive to participate in, and it isn’t surprising that producers should pull out if they feel they aren’t getting good value for their money. Even the absorption of another ‘off’-salon, La Levée de la Loire, into the Salon proper doesn’t seem to have eased the financial pressure that seems to result from the salon’s gradual contraction. InterLoire and their PR agency Clair de Lune have cut back support for journalists to attend the Salon this year. This rather reminds me of a short story I once read, perhaps by Stephen King (although I could be mistaken) about a surgeon castaway on a desert island who is so hungry he amputates a foot, and then eats it. And then the other foot, and then so on, to the inevitable end. There are some things in life you shouldn’t do, and cutting off vital parts is one of them. There are few enough journalists interested in the Loire Valley as it is, cutting them loose in terms of support seems like a worrying sign of the state of the Salon to me.
There is a lot of salon competition out there now (I spoke to one blogger today who says he comes only for the ‘off’ events, and doesn’t even go to the Salon), and they will be only to happy to take more visitors away from the Salon if they can. All they have to do is get their marketing right.